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Creative Works: Vote for your favourite, winners to be featured in 5 February issue of The Drum

The Drum brings you a round-up of some of the latest interesting Creative Works.

Every week The Drum publishes a selection of new Creative Works.

You can vote for the work you like best with the winner to feature in the next issue of The Drum (5 February) in the Creative Works spread. Other popular entrants will also be considered for the print edition. Submit your vote before Monday 27 January to guarantee your favourite makes it into the printed magazine.

BBH London: Unilever AXE Peace

Agency: BBH London
Agency Website: http://www.bartleboglehegarty.com
BBH Deputy Executive Creative Director: David Kolbusz
BBH Creative Team: Daniel Schaefer and Szymon Rose, Jack Smedley and George Hackforth-Jones
Additional Credits: BBH Product Designer: Rosie Arnold
BBH Strategic Business Lead: Ngaio Pardon
BBH Team Director: Heather Cuss
BBH Team Manager: Amy Forster
BBH Strategy Director: Agathe Guerrier
BBH Strategist: Shadi-Sade Sarreshtehdarzadeh, Tom Callard
BBH Product Design: Rosie Arnold
BBH Producer: Ryan Chong
BBH Assistant Producer: Laura Graham
Production Company: MJZ
Director: Rupert Sanders
Executive Producer: Debbie Turner
Producer: Laurie Boccaccio
DoP: Greg Fraser
Post Production: Iwan Zwarts @ The Mill
Editor/Editing House: Neil Smith @ Work Post, London
Sound: Will Cohen @ String & Tins and Factory Studios
BBH Producer: Sally Green
Photographer: Jean-Yves Lemoigne
Model Builders: New Deal Studios
Published: January 2014
Short Rationale (optional): To launch the new 2014 AXE variant, AXE Peace, BBH London has created a ground-breaking campaign that gives girls and guys a way to help shape the world they will inherit. AXE has always been about bringing people together, but this time the brand hopes to use this message for good to promote positive change.
Based on the insight that guys are less aggressive when they’re in love, the campaign considers whether the world would be a more peaceful place if more people were in love. The result is an epic campaign which aims to aims to bring young people across the world together to make love, not war.
The film, ‘Call to Arms’, was shot by award-winning director Rupert Sanders and will launch in the US during the Super Bowl on 2nd February. The film is accompanied by print, digital, mobile and out of home campaigns, as well as a series of local initiatives around the world that aim to help young people take action for peace.
As part of the campaign, AXE has partnered with Peace One Day, an international non-profit organisation that drives awareness for and action on Peace Day (21 September 2014), an annual day of non-violence and ceasefire unanimously adopted by all United Nations member states.

RBH: RBH recruitment Advertising

Agency: RBH, Meriden, West Midlands, United Kingdom
Agency website: http://www.rbh.co.uk/
Creative Directors: Stuart Jackson/Mike Kalin
Art Director: Stuart Jackson
Copywriter: Mike Kalin
Published: November 2013
Short rationale (optional):
Automotive Mastermind Wanted
Last year, RBH was enormously proud to be appointed as the dealer marketing agency for Peugeot UK. Of course that meant getting a few extra hands on-deck. So we created this simple execution to appeal for the very best automotive talent, whilst underlining our creative credentials.

AMV BBDO: Guinness 'Sapeurs' TV commercial

Brand: Guinness
Title(s): Sapeurs

Agency: AMV BBDO
Agency Website: http://www.amvbbdo.com
Executive Creative Director: Dave Buchanan
Art Director: Nadja Lossgott
Copywriter: Nicholas Hulley
Additional Credits: Agency Planner: Tom White, Steve Hopkins, Rory Gallery
Agency Account Man: MP: Michael Pring
BAD: Tom Bedwell
AD: Amber Glenister
AM: Laura Balfour, Giulia Watson
AE: Oliver Short
TV Producer: TVC – Senior Producer: Sara Flood
Documentary – Senior Producer: Yvonne Clayton
Production Assistant: Jessica Tranfield
Media Agency: Carat
Published: January 2014
Short Rationale (optional): Following on from the recent ‘Basketball’ ad, the new ad builds on the iconic beer brand’s platform of celebrating people with extraordinary integrity and character.
Created by Abbott Mead Vickers BBDO and directed by Nicolai Fuglsig, the new advert uses real people in real situations and features the ‘society of elegant persons of the Congo’, otherwise known as the ‘Sapeurs’.
The ‘Sapeurs’ is a group of refined gentlemen from Brazzaville, the capital of the Republic of Congo, who have a deep-rooted pride in their aspirational culture. Their life is not defined by occupation or wealth, but by respect, a moral code and a desire to inspire others through their style and attitude. Their focus isn’t on the fabric or cost of the suit but the worth of the man inside it.

Agency: ButterflyCannon, London, UK
Agency website: http://www.butterflycannon.com/
Creative Director: Jon Davies
Published: January 2014
Short rationale (optional): The design was inspired both by the beautiful vaulted cellar ceilings, and the union of the vineyards and people that together help to create this rare and special whisky. In his quest for perfection, Glenmorangie’s Director of Whisky Creation Dr Bill Lumsden, was inspired by those he has met during his travels to the most renowned Burgundy vineyards. He has attributed this whisky, that speaks of a celebration of kindred spirits, to them and their shared philosophy of the pursuit of perfection.
Derek Ruediger, Brand Manager at Glenmorangie comments, “As we proceed with our fourth year working with ButterflyCannon we are thrilled to begin with the release of this exciting design for our fifth Private Edition. ButterflyCannon have brought the warmth and depth of the whisky and its story to life in their packaging design whilst creating a beautiful reference to the wine cellars of France.”
Jon Davies, Creative Director at ButterflyCannon adds, “It has been a pleasure transforming the unique story of this Glenmorangie expression. Creating a design that took inspiration from a product truth and symbolised the coming together of friends was a wonderful challenge.”
The release of Glenmorangie Companta has been eagerly awaited following the huge success of last year’s release, Glenmorangie Ealanta, named ‘2014 World Whisky of the Year’ by Jim Murray. The new release will be available globally as from January 2014.

Pentagram New York: Saks Fifth Avenue 'LOOK'

Brand: Saks Fifth Avenue
Title(s): LOOK

Agency: Pentagram New York
Agency Website: http://www.pentagram.com
Project Team: Partner-in-charge and designer: Michael Bierut;
Designer: Jesse Reed
Published: 2013
Short Rationale (optional): The Fall 2013 campaign for Saks Fifth Avenue showcases the luxury retailer as the ultimate place for fashion discovery. Designed by Pentagram’s Michael Bierut and team, the campaign uses the word “LOOK” as a bold, attention-getting graphic motif that invites shoppers to explore the store and its style. The “LOOK” wordmark was designed as custom typography and appears in the signature black and white of the store identity. Repeated as a pattern on shopping bags and catalogues, the simple, geometric letterforms become a highly graphic texture that literally makes you look. In keeping with the theme of discovery, the letters can be used as mini-portals to focus on clothes, jewellery and accessories. Some letters are die-cut on catalogue covers to show a peek of the first page inside; other applications place images within the letterforms, for a closer look. For the designers, the challenge of the Saks seasonal campaigns is they must coordinate with the store’s overall identity; a “LOOK” bag still has to read as a Saks bag. This usually means that, in addition to being black and white, the designs are modular, and often based in squares like the master identity. The campaigns must also serve as a frame for a wide range of specific merchandise, including single items and groups of items; and in different contexts, like print, advertising, and in-store merchandising. This often leads to simple motifs that can withstand an endless range of applications. Previous campaigns have used objects, arrows, the store’s Twitter handle, and flowcharts. For the new campaign, Bierut and his team had the added challenge of coming up with another way to design the word “LOOK,” having previously solved this problem for the New York City Department of Transportation.

Bluemarlin: Saffola brand identity

Agency: Bluemarlin, Bath, UK
Agency website: http://www.bluemarlinbd.com
Creative Director: Simon Pendry
Illustrator: Anne Rowe
Published: January 2014
Short rationale (optional): Bluemarlin focused on clearly defining a visual space that Saffola would own. The shape of the previous logo, which represented care, has been opened up and now takes more prominence on the pack. Created with thin golden ribbons and featuring bursting rays of sunshine, it conveys the optimism of the brand whilst delicious photography of the product provides taste appeal. These elements work together to create an emotional connection with consumers, assuring them that with Saffola, they can nurture and love their families well.
This universal symbol has also been elevated to prominence in Saffola’s new light-weighted tub of oats. Far removed from the industrial tubs Saffola used previously, the ergonomic structure features an impactful red heart at the centre of the pack, reflecting the brand’s premium offering and health benefits.

Agency: Designed by Coca-Cola with print and broadcast campaign from JWT
Published: January 2014
Short Rationale (optional): With the World Cup 2014 almost upon us and the folks at Coca-Cola have just released 18 special edition interactive mini bottles in order to celebrate the forthcoming event. The designs represent World Cup countries from the past, such as Argentina and Japan and the future, including Brazil, Russia and Qatar.
The bottles are interactive but contain no actual soda in them. Coca-Cola fans can however use Facebook or iPhone and Andriod apps to create special messages and avatars that can be delivered to other bottle owners. The markers on the bottles activate augmented reality animations when held up to camera smartphones.
JWT are running a broader print and broadcast campaign backing the interactive designs.

The One Off: Primark 'spring 2014' campaign

Brand: Primark
Title(s): Spring 2014

Agency: The One Off
Agency Website: http://www.theoneoff.com
Photographer: Rhys Frampton
Additional Credits: Videography: Two Wheel Trike
Published: January 2014
Short Rationale (optional): The new spring campaign for Primark is all about updating your SS14 wardrobe with the season’s must haves. Simple backgrounds of painted brick walls and white wash wooden flooring and a mixture of model and still life photography help hero the key prints, colours and shapes for spring. The flashes of colour used in the hair and make-up were heavily inspired by the season’s trends. The campaign videos’ also emulates the season’s key trends and uses a mixture of video and still photography, with the still shots being crafted into short stop-motion videos.

Heehaw Digital: The Real Mary King’s Close 'Imagine' campaign

Brand: The Real Mary King’s Close
Title(s): Imagine Campaign
Headline and copy text (in English): Imagine... What their lives were like

Agency: Heehaw Digital, Edinburgh and London, UK
Agency website: http://heehaw.co.uk
Head of Design: Will Price
Senior Designer: Conan Johnston
Lead Developer: Jon Ward, Artiphex
Account Director: Rebecca Mackenzie-Smith
Account Manager: Maria Paterson
Campaign Photographer: Matt Davis
Additional credits: Photography: Gary Doak
Additional credits: Craig Miller, The Real Mary King’s Close
Video Producer/Director: Toby Trueman
Director of Photography: Steven Ferguson
Editors: Robbie Dickson & Drew Gibson
Published: Dec 2013
Short rationale (optional): We are very excited to have just completed a full campaign for one of Edinburgh’s top attractions, The Real Mary King’s Close. A historic 16th – 18th century attraction situated underground, just off the Royal Mile.
The campaign invites visitors to imagine what life must have been like during the 16th – 18th century, using a series of biographical portraits of the historical figures played by the team at the visitor attraction. The campaign included an audio video installation, outdoor advertising and a new campaign focused web experience.

Robot Food: Livewell branding, design & website

Brand: Livewell
Title(s): Branding, design & website

Agency: Robot Food, Leeds, UK
Agency website: http://www.robot-food.com
Creative Director: Simon Forster
Art Director: Mike Johns
Copywriter: Natalie Woodhead
Illustrator: Mike Johns
Published: January 2014
Short rationale (optional): Traditional vending machines have only ever been good for quick, sugary fixes and less-than-appealing drink options. No longer. This is a new era for convenient drinks and snacks, and a new brand called Livewell is setting the standard with a name, identity, design and website created by branding specialists Robot Food.
Robot Food was appointed due to the agency’s experience developing contemporary, lifestyle food and drink brands.

Story UK: Scotch Malt Whisky Society membership case revamp

Agency: Story UK, Edinburgh, Scotland
Agency website: http://www.storyuk.com
Creative Director: Dave Mullen
Art Director: Sheryl Newsome
Copywriter: Olivia Donaldson and Ailsa Veitch
Illustrator: Joe Wilson
Additional credits: We Are Frank
Published: January 2014
Short rationale (optional): Joining The Scotch Malt Whisky Society is just the beginning of an ever-changing sensory adventure. As a member you get to sample and buy some truly exquisite single cask spirits, participate in unique and enlightening tasting events and meet some incredible people. Those experiences are something we wanted to convey from the outset with this deluxe membership case. It contains a whisky journal, a welcome letter, three one of a kind whiskies and a £10 voucher towards their first purchase, all contained within one beautifully curious, colourful, multi-layered clamshell case.

Feref: London’s Air Ambulance 'Blood Thames'

Brand: London’s Air Ambulance
Title(s): Blood Thames
Headline and copy text (in English):
In an emergency there’s only one air ambulance for the people of London.
We need help to save more lives.
Please donate at londonsairambulance.co.uk/donate

Agency: Feref, London, UK
Agency website: http://www.feref.com/
Creative Director: Phil Bird
Art Director: Terry O’Neill
Copywriter: Ben Markey
Additional credits: Animation produced by Art & Graft
Published: January 2014
Short rationale (optional): London’s Air Ambulance, the charity that provides emergency trauma care to Londoners, is celebrating its 25th anniversary this year. They are fundraising for an additional helicopter and more pilots. This will allow them to reach 400 further emergencies each year.
They were selected as Ocean Outdoor’s charity of the year and as part of this were offered free placements on digital screens across London. After offering pro-bono creative, Feref was briefed to create a hard-hitting concept to run initially as a digital outdoor campaign, but also in press and online.
The final concept, titled ‘Blood Thames’, is deliberately shocking and designed to hit home that London’s Air Ambulance is a charity that needs the help of Londoners to help save more Londoners. The fact that there is currently only one helicopter for the whole of London is something that Londoners need to know!

Joe Public Amsterdam: Hi-Tec Sports The Evergrowing Monster

Brand: Hi-Tec Sports
Title(s): The Evergrowing Monster

Agency: Joe Public Amsterdam
Agency Website: http://joepublicamsterdam.nl/
Art Director: Matthijs Groos
Copywriter: Maarten van Kempen
Illustrator: Stephen Millingen
Published: January 2014
Short Rationale (optional): The Evergrowing Monster, created by an illustrator for Disney, will tell the Big-Fit System story to both consumers and retailers through a multifaceted campaign.
Hi-Tec Sports, the global sports and outdoor company, is launching a new storytelling campaign for 2014 that highlights its revolutionary Big-Fit System —a volume adjusting technology— which allows its kids’ shoes to grow with its wearers.

Agency: B&B studio, London, UK
Agency website: http://www.bandb-studio.co.uk
Creative Director: Shaun Bowen
Copywriter: Lisa Desforges
Photographer: Andy Grimshaw
Additional credits: Design team: Jamie Nash, Claudia Morris
Account Management: Kerry Plummer
Published: 2013
Short rationale (optional): The Modern Muesli
On-the-go bircher muesli Cuckoo is a wholesome blend of jumbo oats, yoghurt and fruit, inspired by the healthy Swiss lifestyle, but characterised by a range of innovative and adventurous flavours.
Inspired by Swissness, but keen to avoid Alpine nostalgia, we worked to a Modern Swiss design essence, first creating the name Cuckoo, then experimenting with graphic pack designs for a contemporary poster-style look. The final logo includes a stylised C and K to form a subtle graphic cuckoo, while the negative space of the K is reproduced as a die-cut on pack revealing the layered product inside. The innovative nature of the product is highlighted by the strapline ‘the modern muesli’, and the depiction of ingredients in a unique and contemporary multi-layered photographic style.

TODA: AIGA and Tattly

Brand: AIGA and Tattly
Title(s): AIGA featuring Tattly
Description: TODA recently collaborated with AIGA, the professional association for design, and influential designer Tina Roth Eisenberg of swissmiss, Studiomates, TeuxDeux, CreativeMornings, and Tattly, to concept a new line of temporary tattoos. The Tattlys, drawn in the old-school flash style, reflect AIGA's mission to facilitate dialogue and cooperation within the design world. Tina hosted TODA at Studiomates for a shoot featuring the new tattoos positioned on Tina herself to be featured on the new AIGA membership renewal post card. TODA was thrilled to work with Tina, the Tattly team, and photographer Julia Robbs, who captured the temporary tattoo magic beautifully.